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Praise and reviews: 'The best book on brands yet' - "Design Magazine". 'New exciting ideas and perspectives on brand building are offered that have been absent from our literature' - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management 'Managing a brand without reading this book is like driving a car without your license' - Haesun Lee, Senior Vice President of Marketing, AmorePacific Co, Korea. 'Kapferer's hierarchy of brands is an extrordinary insight' - Sam Hill and Chris Lederer, authors of "The Infinite Asset", Harvard Business School Press. 'One of the definitive resources on branding for marketing professionals worldwide' - Vikas Kumar, "The Economic Times," India.'One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics' - Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand Management. The first two editions of "Strategic Brand Management" were published to great critical acclaim.The "New Strategic Brand Management" has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide. Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including: brand and business building the challenge of growth in mature markets managing retail brands. Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding. The "New Strategic Brand Management" will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.

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Examines the rules of the discipline and how to put them into practice in todays market.

Synopsis

Praise and reviews: 'The best book on brands yet' - "Design Magazine". 'New exciting ideas and perspectives on brand building are offered that have been absent from our literature' - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management 'Managing a brand without reading this book is like driving a car without your license' - Haesun Lee, Senior Vice President of Marketing, AmorePacific Co, Korea. 'Kapferer's hierarchy of brands is an extrordinary insight' - Sam Hill and Chris Lederer, authors of "The Infinite Asset", Harvard Business School Press. 'One of the definitive resources on branding for marketing professionals worldwide' - Vikas Kumar, "The Economic Times," India.'One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics' - Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand Management. The first two editions of "Strategic Brand Management" were published to great critical acclaim.The "New Strategic Brand Management" has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.

Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including: brand and business building the challenge of growth in mature markets managing retail brands. Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding. The "New Strategic Brand Management" will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.

Die hilfreichsten Kundenrezensionen

This is an authoritative, well-researched textbook on global branding. Surprisingly, it reads lighter than its considerable bulk because author Jean-Noel Kapferer uses vivid examples of real companies and products to make his points. His branding war stories make the material easier to digest, but only to a point. This remains a textbook, with more than 50 tables in 497 pages, so don't expect to zip through it. However, it is an extremely useful single source about modern brand theory. If you are a casual marketer, as opposed to a serious student of branding, reap this book's rewards by referring to specific chapters to solve problems. You will find thorough answers and illuminating examples from companies worldwide. Kapferer keeps branding in perspective and recognizes that brands are built on successful businesses. We find this book genuinely valuable and strongly recommend it to anyone in marketing and corporate strategy development.

Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)

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8 Rezensionen

10 von 12 Kunden fanden die folgende Rezension hilfreich

Highly Recommended !1. März 2005

Von
Rolf Dobelli
- Veröffentlicht auf Amazon.com

Format: Taschenbuch

This is an authoritative, well-researched textbook on global branding. Surprisingly, it reads lighter than its considerable bulk because author Jean-Noel Kapferer uses vivid examples of real companies and products to make his points. His branding war stories make the material easier to digest, but only to a point. This remains a textbook, with more than 50 tables in 497 pages, so don't expect to zip through it. However, it is an extremely useful single source about modern brand theory. If you are a casual marketer, as opposed to a serious student of branding, reap this book's rewards by referring to specific chapters to solve problems. You will find thorough answers and illuminating examples from companies worldwide. Kapferer keeps branding in perspective and recognizes that brands are built on successful businesses. We find this book genuinely valuable and strongly recommend it to anyone in marketing and corporate strategy development.

2 von 2 Kunden fanden die folgende Rezension hilfreich

The New Strategic Brand Management1. September 2009

Von
James Scott Talgo
- Veröffentlicht auf Amazon.com

Format: Taschenbuch

This is a very complete, rigorous, and useful book that covers virtually all of the key elements of brand strategy. With over 500 pages of clearly written and well organized content, this is a terrific resource that gives brand strategists the frameworks and tools to attack brand issues with both hard analytics and soft image-based solutions.

A strength to Kapferer's approach is his balanced use of principles, models, tangible examples, and "how to" suggestions. He also provides real world context with recognition of challenging economic conditions and the dramatic changes to the technolgy landscape. The section on brand identity and brand positioning is particularly important given the necessity of creating powerful brand differentiation without diluting customer relevance and value.

There is so much good material here...I suggest that readers not read this book casually like a lot of the single-topic, quick-read business best sellers. Instead this is a rich reference source that invites you to really think about each of the topic-based chapters and to return for fresh insights again and again. I do.

1 von 1 Kunden fanden die folgende Rezension hilfreich

A Book For Success11. Januar 2009

Von
Karl Smith
- Veröffentlicht auf Amazon.com

Format: Taschenbuch

Excellent book, I have already applied various principles from it. Should be the checklist for Brand Management in any company. Highly recommended.

Great Book12. September 2008

Von
Dr. Christof Binder
- Veröffentlicht auf Amazon.com

Format: Taschenbuch

I still consider it the most competent and explicative book on brand management available on the globe since the early 90s when I bought a German version of presumably its first edition.